As the Valentine’s Day period becomes even more commercialised than it already is, retailers are learning that the day is more than just flowers and chocolate. So how are they capitalising on it these days?

It’s no secret that retailers benefit from Valentine’s Day sales. Consumers want to feel “loved” whether it’s from a little bit of retail therapy or from their partner’s gifts.

As the Valentine’s Day period becomes even more commercialised than it already is, retailers are learning that the day is more than just flowers and chocolate. They’re adjusting to consumer behaviours by enticing them into buying a good deal.

The lingerie retailer recently capitalised on the rise of “Galentine’s Day”, a celebration of female friendship rather than romance, and released its “Galentine’s Day” novelty nightwear collection.

Wowcher reported an 8.5 per cent increase in year-on-year promotions during the period of February 1 to February 10, arguing that Valentine’s Day is indeed a popular time of year in retail.

As much as consumers deny being coerced by retailers into buying Valentine’s Day gifts, it can be argued that retailers are succeeding, especially if the promotions are time-constricted. After all, the “fomo” sentiment is a strong one.

Check out the full Retail Gazette article here.